Bankacılık sektöründe yeni dağıtım kanalları ve bu kanalların bankaların yönetim ve organizasyonuna etkileri (Bir örnek uygulama üzerinde inceleme)
New distribution channels in banking sector and effects to the management and organization of banks
- Tez No: 111134
- Danışmanlar: YRD. DOÇ. DR. MAHMUT HAYATİ ERİŞ
- Tez Türü: Yüksek Lisans
- Konular: Bankacılık, İşletme, Banking, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2002
- Dil: Türkçe
- Üniversite: Marmara Üniversitesi
- Enstitü: Bankacılık ve Sigortacılık Enstitüsü
- Ana Bilim Dalı: Bankacılık Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 153
Özet
Özet yok.
Özet (Çeviri)
SUMMARY Nowadays, in banking sector there is an insentive competition not only in domestic markets, but also in international markets. To get success in rivalry with competitors, banks attach importance to marketing. There are some factors in marketing such as advertising, customer satisfaction, product diversity, pricing and distiribution channel. There was an banking apprehension in which banks were not helping to customer in solving problems, not considering potential customers' needs important, waiting customers to their branch office, but todays it has benn changed completely. Globalization, efficiencyof competition between banks, improvement in banking tecnology and increase in customer conscious are efficient factors in changing of old apprehension. Market liberalization increases globalization and world is becoming a single market. Because of globalization, profit margin of banks has decreased and rivalry has increased, so banks have ad to overview their structures. Technological improvement has contributed into this changing, and with the help of advancement in telecommunication sector, banks and institutional investors can buy and sell on line in world markets. The relative importance of classical distribution channels such as banks branch offices has decreased. ATM machines, credit cards and debit cards have became a part of our life in yten years. Also internet is a step in virtual banking in which customer will be able to make banking transactions at their homes or with their personal computer (PC). As a result of these improvements, marketing strategies which based on customer satisfaction become dominant and customer has been to seen king even dictator. İn this concept, banks customers have started to want improved and technological distribution channels which give attainable good and services fastly and easily to their customers. Concepts such as technology, quality and competition have come into Turkey's business world after starting to execute export policy in 1980. Banking sector is the sector which the most investing sector in technology in Turkey and as a result of these improvements new distribution channels such as TM, Call Center, internet have been arised. j t yExcess capasity in branch office has been skided to alternative distribution channels, and so operational cost has decreased. In future, with the help of skiding the operations from the more costly branch office to less costly distribution channels, the number of branch office and the comprehension of transactions will decrease. Decreasing costs is not only one advantage of doing unefficient transactions such as money order, learning account information in call center, IVR and internet in stead of branch office, but also financial corporations especially branch offices can direct their customer to do their transaction on their own, so branches are able to center in to more value added transactions such as personal consultancy, marketing, mixed products, selling. For years, high level-educated workers are employed in banks,the number of well-qualified workers is increasing, the need for low-qualified workers is decreasing. Also, with the help of decreasing in excess work on bank's employee, transactions can be done more fastliy and correctly, change to give customers better services has increased. On the other hand, with“7 days 24 hours banking”concept, the number of workers who are working by shift has increased. The shift workers have been employed in departments such as Call Center, Data Processing and Provision. As a result of technological improvements and new distribution channels, the need for workforce has decreased, transactions have been done more fastly. Moreover, the momentum of increasing in the number of workers and branch offices has decreased in years. Improvements in information and communication technologies has affected banks' profitibility and productivityand has changed banks'balance sheet structure. When we look in to technological history of banks, we can see that the most important reason of investing in to technology is to decrease costs. In deed,nabking sector provides important increase in productivity with the help of automation of routine at back office. The need for workers has decreased and, the productivity andthe profit per worker has increased. While the portion of workers' cost inexpense is decreasing, following technology becomes an important cost element for banks. But, banks can gain speed in working with the help of technological improvements and increase their capacities so their profit does. However, to get success in disr-tribution channels except branch office, there must be a perfect cooperation between branch office and the head office departments. For example; If a customer pays his or her credit card debt from internet banking and he or she can not get affirmation from branch office for this transaction; or If a customer applies for credit card from internet banking service and credit card department do not conclude this application fastly, firstly the reputation of banks will be damaged and then the reliance for distribution channels except branch office will be harmed. In conclusion, to keep up with improving technology, to answer customers' needs and expectations, to submit contemporaneous solutions to customers, to compete with other banks and financial corparations, banks must use new distribution channels effectively and they must continue to study on this improvements fastly.
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